Breaking Religion: the effort of the Spanish Catholic Bishops’Conference to go digital (original) (raw)

2013

Abstract

The paper aims to present Church Communication Policy from the perspective of identity and mission. By stating what constitutes an efficient communication strategy within the Church, the essay underlines the weak points and the possibilities of communicating from an institutional point of view, describing the simultaneous action between internal and external audiences in order to communicate its essence. We rely on the case of the Spanish Catholic Bishops’ Conference as a European example, highlighting t he lack of a public relationspolicy because of its difficulty in incorporating cultural digital elements linked to its identity. The final part suggests some best practices already achieved in the effort to construct an effective Communication Policy by a Religious Institution in present day Europe.

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